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- AHK Rio de Janeiro : in search of communication satisfaction : the CSQ TechniquePublication . Tepner, Laura Isabel; Celeste, PedroCommunication is crucial for the management of every organization. An understanding of the efficiency of an established communication strategy is vital to attain high levels of organizational effectiveness. With this in mind, many companies use communication audits to identify strategies to improve their communication practices. The specific subject of this thesis is to examine the communication within organizations and its relations to job and customer satisfaction. The research part of this thesis contains a case study about the German-Brazilian Chamber of Commerce Rio de Janeiro (AHK-RJ). The aim of this paper is to answer the question: “How efficient is the current internal communication of the AHK-RJ measured by job satisfaction? And “How efficient is the external communication measured by the membership satisfaction of the AHK-RJ?” In order to answer those question, four research questions where developed. The research part was accomplished using quantitative research methods. By conducting an internal and external communication satisfaction questionnaire (CSQ), the effectiveness of the communication strategy of the AHK-RJ could be assessed. The two questionnaires consisted of a number of multiple choice questions as well as open ended questions, designed in accordance to the format of the CSQ developed by C.W. Downs and Hazen 1977. The primary result indicates that employees and members perceive satisfaction towards many specific issues. Nevertheless, opportunities for improvements are revealed. The overall communication evaluated by members is satisfying. In contrast employees are dissatisfied with the communication strategy of the AHK-RJ. Especially, the most important tool to receive information, the weekly team meeting is evaluated as unsatisfying. Hence, information flow and process adaptations are required. Challenging last month and major important happenings in Rio de Janeiro affected the team work and working environment, employee turn overs, a lack of trust and information and the multicultural background complicates the task of successfully implementing one integrated communication strategy. By communicating more strategically, providing more information from the top, and encouraging supervisors to provide more feedback and trainings, the AHK can create an even better workplace and higher employee satisfaction can be reached. This improvement of the internal communication strategy influences positively the satisfaction rates concerning the external communication and information exchange.
- Brands just want to have fun : how humor influences advertising efficiency : the successful case study of MEOPublication . Pinto, Cátia Patrícia Apólito; Celeste, PedroPast literature has suggested that humor tends to have a positive influence on the effectiveness of advertising. In order to explore how companies and communication departments can increase their positive results, enhancing their positions in the operating markets and surpassing competition, three dimensions related to humorous literature are investigated. The attitude towards the brand otherwise stated as the emotional response developed by consumers about a specific brand, seems to be highly influenced by the use of comedy. In addition, the degree of message comprehension retained by viewers is also significantly affected if a joke is inserted in the advertisement. Finally, consumers remember more often and more clearly a brand that has been communicated in a funny context. These three dimensions are the basis of this dissertation, seeing they act for major brands as guidelines of their success track and a benchmark for accessing competition. A brand that conquers a positive outcome in such features can describe itself as a successful brand. This paper aims to present a practical example of this subject matter with Portugal Telecom as background. The group introduced the brand MEO in 2008 and since then it has relied on humor and humorous celebrities to reach consumers and their preference. Over the years, several approaches and styles of humor were used, culminating in the most successful campaign so far: M4O Uma outra vida. With a very well designed strategy and the appropriated use of humor, directed to the product and the brand, M4O achieved the best results the company has seen until now: It is the top choice of consumers and the most recalled brand of Portuguese viewers. Nevertheless, the company looks for the future and questions whether or not it should continue with this positioning or if it is time to innovate the market again. This paper is divided in three main sections: an initial look of what academic literature states regarding humor, its outcomes and possible moderators of final results; a detailed description of the real case of M40, where it can be found the initial environment, the company strategy and the main results; and finally a research experiment that confronted 40 participants with 2 different vignettes in which the humor factor was manipulated. Results show that humor produces high levels of recall as well as a good mood in viewers, which leads to positive brand associations. In what concerns to comprehension, messages are better understood when delivered within humorous context, whereas in informational adds there is a delay in memorizing information given the inexistence of an initial stimuli that grabs attention.
- Novabase equity valuationPublication . Rosa, Rita Maria Martins Namorado; Martins, José Carlos TudelaThe objective of this project is to obtain the Novabase’s price per share at 31st of December 2013. Our main challenge during this dissertation was to define the most suitable valuation model, taking in consideration the specificities of each model and the assumptions inherent in the decision of the model chosen. We decide to explore the Discounted Cash Flow valuation, through Free Cash Flow to the Firm approach and Relative valuation, due to the perspective of growth and characteristics of the industry in which Novabase operates. Despite the fact that similar prices were achieved, we find more appropriate to select the Discounted Cash-Flow valuation, reaching a target price of 3,55€. Once, the price per share of Novabase, at 31st of December 2013 was 2,51€, we recognize an upside of 41% and consequently our recommendation is to Buy.
- A sucessão numa empresa familiar : enquadramento jurídico e estudo de casoPublication . Sousa, Luís Santiago Sottomayor e Figueira de; Xavier, Maria Rita Aranha da Gama LoboOs desafios que a sucessão numa “empresa familiar” acarreta têm sido, ao longo dos tempos, causa e consequência do seu insucesso nas gerações seguintes. Com efeito, no panorama português, cerca de 50% das “empresas familiares” extinguem-se antes da segunda geração e apenas 20% das mesmas perduram até à terceira. O processo de sucessão na “empresa familiar” não encontra respostas adequadas no ordenamento jurídico nacional. Nesta dissertação, debruçámo-nos sobre as questões envolvidas no planeamento sucessório da “empresa familiar”, tais como as suas especificidades, a distinção entre a propriedade e a gestão e os mecanismos jurídicos utilizados pelas empresas “familiares” com vista à continuidade das mesmas nas gerações futuras.
- Private labels : exploring non-insignia brands : Sonae MC case studyPublication . Santos, Catarina Inês Picada Neves dos; Celeste, PedroIn the last decade, the Portuguese grocery retail market has witnessed a shift in consumers’ behavioural patterns. Mainly as consequence of the economic downturn that substantially diminished consumers’ purchasing power, forcing them to adopt a more “valueconscious mindset”, the percentage of private labels grew on consumers’ shopping baskets. However, even though private labels market penetration on utilitarian product categories is frankly positive, on categories with a higher level of product involvement consumers showed to be more reluctant to renounce the innovative, well-known and trustworthy NBs. The present study aims to uncover consumers’ behaviour towards private labels, the limitations posed to the growth of these products market share on categories with higher levels of product involvement, taking a close look into the strategy adopted by Sonae MC in order to overcome consumers’ reluctance to purchase private labels in every product category. Sonae MC, the leader of the Portuguese grocery retail market will help illustrate a perfectly segmented tiered private label branded under the insignia Continente. Additionally, it is described the development of the non-insignia branding strategy pursued by the company in an effort to persuade consumers to purchase retailer’s own brands in categories with higher levels of associated purchase risk, providing a final overview of the results of this innovative private label branding approach in the Portuguese market. Finally, a teaching note is also provided in an attempt to support in-class case discussion, by identifying the most relevant issues to be addressed.
- O programa da disciplina de instrumento-piano do curso secundário artístico especializado da música : um contributo de revisão didáticaPublication . Lima, Cristina Maria Tavares de; Fonseca, Sofia Inês Ribeiro Lourenço da; Orvalho, Luísa Antónia de Vila FernandesO presente estudo, intitulado “O programa da disciplina de Instrumento-piano do curso secundário artístico especializado da música: um contributo de revisão didática”, inscreve-se na problemática do currículo da música e na sua operacionalização didática e pretende ser um contributo para o aperfeiçoamento do atual programa. Neste sentido, fez-se uma análise e reflexão críticas, em especial do programa da experiência pedagógica de 1971 (8º grau), guiadas pela necessidade de uma alteração do quadro concetual, tendo em conta a tradição de ensino de instrumento-piano em Portugal e outra tipologia contemporânea de sociedade, lógica de escola e trabalho curricular. Esta pesquisa, de natureza qualitativa, centrada num estudo de caso, foi realizada no Centro de Cultura Musical (CCM), durante 8 meses (desde setembro de 2013 a abril de 2014). As técnicas utilizadas para a recolha e produção de dados foram: a observação direta e a pesquisa documental e as técnicas de análise, tratamento e interpretação dos dados privilegiados foram: a análise de conteúdo das fontes consultadas e das reflexões críticas produzidas no decorrer da investigação, sobre as práticas pedagógicas pessoais e dos pares. O resultado é uma proposta programática, para os três anos da disciplina de instrumento-piano, dentro de um paradigma de currículo que integra os modelos ecológico, construtivista e sócio crítico. O programa inclui propostas de atividades, numa perspetiva construtivista da aprendizagem, e de sugestões de instrumentos de avaliação formativa, que valorizam a avaliação alternativa, mais autêntica e participativa a utilizar na autorregulação das aprendizagens pelos alunos e de provas de avaliação instrumental baseada numa didática específica do instrumento.